![]() Only time will tell what the 10 new shades look like - and if every customer will see their skin tone represented. I’m glad the brand is taking responsibility and learning from the mistake, but I wouldn’t be surprised if they lost themselves a lot of customers. We're doing everything in our power to bring those unfinished shades as fast as we can, at any cost. We lost sight of what's really important in this industry, & for those who feel alienated in our community, we want to personally apologize. We know there is no excuse & we take full responsibility for launching this way. We wanted to get the product out as fast as possible, and we made the decision to move forward before all the shades were ready to go. ![]() We all just got caught up in #shapetapenation and seeing your tweets asking for it. It may be too little too late, but we can assure you this was not meant in any kind of malicious way. ![]() & the final shade range that we launched was definitely not a full representation of all of you. The brand released a statement via Instagram stories surrounding the controversy, in which they apologized for their misjudgement: “You all know by now that we revealed our much anticipated shape tape foundation. The fact that Tarte would release an incomplete collection that would specifically alienate certain customers is totally not cool. So when the official product announcement came, it was a glorious day for the beauty world, indeed. The brand had previously hinted at the product on Instagram, when they posted a video of tubes that looked like Shape Tape Concealer, but slightly larger. Tarte Shape Tape Concealer vs ELF Camo Concealer: The Differences (and swatches) On comparison of the ingredients you can see that Tarte has much more skin-loving ingredients than ELF does and that’s reflected in the price. Taking this all into account, you can see why fans went absolutely nuts when Tarte confirmed they would be releasing a range of Shape Tape Foundation ($39, tartecosmetics). It became so popular that at the end of 2016, it sold out for weeks, sending fans into a worried tizzy about when and where they would once again be able to cop a tube. Beauty bloggers, magazine editors, and fans were all singing its praises, and it quickly became one of the all-time favorite concealers out there. It immediately became a cult favorite product for its hydrating and long-lasting effects, as well as the incredible coverage it provides. To give you some background information on the product, we must first start with Tarte Shape Tape Contour Concealer, which launched in 2016. But when the Tarte Shape Tape Foundation shades were revealed, what should have been a joyful product launch soon turned very, very sour. Last week, it was confirmed that one of the most-loved concealers of all time would be expanding into a new product range, and people unsurprisingly freaked out.
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